Orange and Partners

What Orange and Partners does

Orange and Partners Co., Ltd. (オレンジ・アンド・パートナーズ) is a Tokyo-based creative planning firm founded on September 5, 2006, by broadcasting writer and screenwriter Kundo Koyama, and operating as a subsidiary of INCLUSIVE Holdings since a 2017 corporate split. The company delivers bespoke communication planning, brand consulting, and commercial facility producing services to enterprise and public-sector clients, with proprietary methodologies including Branded Placemaking (transforming physical spaces into brand media) and Anniversary Project Support (corporate culture and milestone rebranding). It organizes its work into four project categories — fan creation, space design, food experiences, and core value offerings — and has produced 100+ projects including the Kumamon mascot, the RED U-35 culinary competition, the EARTH MART pavilion for Expo 2025 Osaka, MoN Takanawa museum with JR East, and the FUTURE GATE TRAIN premium Yamanote Line experience.

The company employs roughly 40 staff across brand and communication, produce and management, and food business divisions, supplemented by senior advisors such as veteran TV producer Takaomi Saegusa. Revenue is generated primarily through project-based professional services engagements with corporate and government clients; pricing is custom and undisclosed, delivered through direct inquiries and referrals. Distribution is domestic Japan only, with marketing driven by founder media presence, project portfolio visibility, and organic social channels rather than paid advertising. Recent strategic moves — including a 2026 subsidiary absorption merger to scale space production, an active hiring push for spatial designers, and a multi-year hotel brand partnership with Profitz — indicate a deliberate pivot toward scaling the space and hospitality verticals while maintaining a founder-led creative core.

Name

Orange and Partners

Legal name

ORANGE AND PARTNERS CO., LTD.

Website

https://orange-p.co.jp

Company type

Private

Founded year

2006

Operating status

Operating

Short description

Tokyo-based creative planning firm founded in 2006 by Kundo Koyama, delivering branded placemaking, communication planning, brand consulting, and commercial facility producing services to enterprise and public-sector clients in Japan, including Expo 2025 Osaka and JR East projects.

Ownership category

akta.pro rank

Product category

Creative Brand Consulting and Experiential Design Services

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Trade Shows & Industry Expos (B2B) (MPAGAHAB), Festival & Live Entertainment Brand Partnerships (MPAAAGAF)

Keywords

• Creative planning services
• Brand consulting
• Experiential design
• Communication strategy
• Commercial facility producing

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Client Projects - Communication Planning: Providing breakthrough brand experience ideas, marketing strategy, media usage strategy including product placement, TV ads, promotions, events, PR, space design, and design direction for consumer products and packaging.
2. Client Projects - Brand Consulting: Enhancing brand and business values through strategic brand consulting services for corporate clients.
3. Commercial Facility Producing: Producing commercial facilities including commercial buildings, hotels, and restaurants with comprehensive space design and brand experience planning.
4. Independent Business Projects: Self-initiated projects leveraging Japanese culture, nature, lifestyle, and tourism content to develop mind-opening experiences. Includes food culture programs and cultural facility management.
5. Business Seeds and Incubation: Incubating innovative business concepts with potential partners, reflecting experimental and entrepreneurial approach to new market development.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Orange and Partners is a creative planning and production company (企画会社) that designs breakthrough brand experiences, communication strategies, and commercial facility concepts for enterprise and government clients. Its core offerings include communication planning (marketing strategy, media usage, events, PR, space and packaging design), brand consulting, and commercial facility producing for hotels, retail spaces, restaurants, and cultural venues. The company applies proprietary methodologies such as Branded Placemaking to transform physical spaces into brand communication media.

Product overview

Orange and Partners is a planning/production company (企画会社) that offers a portfolio of service offerings centered on creating surprise and happiness through innovative planning. The company provides branded placemaking methodology for transforming spaces into media, fan-making projects to convert audiences into brand advocates, space design services for facilities and retail environments, and food-related experiential projects. Core service areas include communication planning, brand consulting, and commercial facility producing. The portfolio also encompasses signature client projects such as the EARTH MART pavilion for Expo 2025 Osaka, MoN Takanawa museum, and the FUTURE GATE TRAIN cultural experience for JR East.

Differentiator

Problem solved

Functional benefit

Products and services

• Communication Planning Services
• Brand Consulting
• Commercial Facility Producing
• Branded Placemaking
• Anniversary Project & Corporate Branding
• MoN Takanawa: The Museum of Narratives
• FUTURE GATE TRAIN
• TRAN.SCENDER HÔTEL
• EARTH MART
• Kyoto University of the Arts Food Culture Design Course

Quantifiable outcome

• Created Kumamoto Prefecture's hit PR mascot Kumamon - one of Japan's most successful regional mascots
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core, minor and major.

• Profits (プロフィッツ)coreStrategic or Co-development Partner · 3 June 2026Business partnership to achieve both 'asset value' and 'emotional value' in real estate. Jointly developing TRAN.SCENDER® HÔTEL brand - urban hotels that transform cultural narratives into accommodation experiences. Partnership announced June 3, 2026.
• Feu (フゥ)minorStrategic or Co-development Partner · 28 July 2023Newly established regional revitalization company - Orange and Partners invested in and co-developed this venture for regional creative planning businesses.
• JR East Cultural Creation Foundation (JR東日本文化創造財団)coreStrategic or Co-development PartnerStrategic partnership for MoN Takanawa: The Museum of Narratives, a cultural experimental museum. Orange and Partners serves as general producer for this facility, developing cultural programming and managing the 'future culture gate' concept with 32 selected cultural traditions to be preserved for 100 years.
• East Japan Railway Company (東日本旅客鉄道)coreStrategic or Co-development PartnerPartnership for FUTURE GATE TRAIN - premium cultural experience on Yamanote Line as part of Takanawa Gateway City development. Orange and Partners creates unique train experiences combining cultural storytelling with railway infrastructure.
• Kyoto University of the Arts (京都芸術大学)majorStrategic or Co-development PartnerEducational partnership for Food Culture Design Course - a bachelor's degree program in food culture under arts education. Orange and Partners co-develops and supervises curriculum, opened April 2024. Also partnered for Kyoto Art University food culture programs and projects.
• Aisin (アイシン)majorStrategic or Co-development PartnerCollaboration for 'Adding Subtitles to the World' (世界に字幕を添える) social experiment - addressing communication barriers and promoting accessibility awareness.
• Styling Life Holdings (スタイリングライフ・ホールディングス)majorStrategic or Co-development PartnerPartnership for Cath Kidston Omotesando store - redefining the brand's unique charm for modern sensibilities through experiential retail design.
• Shimogamo Saryo (下賀茂茶寮)coreStrategic or Co-development PartnerGroup company specializing in traditional Japanese confectionery and restaurant services. Serves as foundation for traditional culture expertise and food culture projects.
• 京都芸術大学 (Itadakimasu Academy)majorStrategic or Co-development PartnerPartnership for food culture education through 'Itadakimasu Academy' - promoting food culture appreciation and culinary experiences.
• INCLUSIVE HoldingscoreOthersParent company. Orange and Partners was split from original company in 2017, with INCLUSIVE Holdings as parent. Personal information shared within group for internal audit, business opportunity creation, and operational purposes.
• North Kitakubu Factory (北三陸ファクトリー)minorStrategic or Co-development PartnerPartnership to support new marine business through creative planning, announced April 2024.
• Arts Gakko (芸術学舎)minorStrategic or Co-development PartnerPartnership for online lecture series 'Nekkyo! Learning' (熱狂！〇〇学) - educational content combining entertainment with deep learning about various cultural topics.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Electricfactory: Tokyo-based creative agency specializing in experiential marketing, brand activations, and event production for major Japanese brands. Directly competes with Orange and Partners in the experiential/space production category.
• FRAME Inc. Japanese creative agency focused on brand strategy, communication planning, and integrated marketing. Comparable in service scope and enterprise client orientation, with similar size and boutique positioning.
• Hakuhodo: Japan's largest independent advertising and integrated creative agency, offering brand consulting, communication planning, and experiential design. Highly comparable to Orange and Partners in service mix, though at significantly larger scale across Japan and globally.
• Geometry (WPP / Ogilvy experiential): Global experiential commerce and brand activation agency within WPP/Ogilvy. Comparable in delivering brand experiences, retail activations, and event-led campaigns, though operating at global scale.
• ADK (Asatsu-DK): Major Japanese integrated advertising and communications group providing brand strategy, creative, and media services. Comparable in full-service creative offerings and Japanese enterprise focus, though significantly larger.
• Dentsu Live (formerly Dentsu Tec): Dentsu Group's event and experiential marketing arm, delivering corporate events, exhibitions, and brand experiences for enterprise clients. Directly comparable to Orange and Partners' MoN Takanawa, FUTURE GATE TRAIN, and Expo 2025 project work.
• TBWA\Hakuhodo: Disruption-focused creative agency joint venture in Japan offering integrated creative and brand experience work. Closely aligned with Orange and Partners' positioning as a creatively-led, enterprise-focused agency.
• SUN-AD (Sun Ad): Independent Japanese advertising agency providing full-service creative, brand planning, and event production. Comparable mid-size domestic competitor with similar enterprise client base.
• MKTG (Dentsu experiential): Dentsu-owned experiential marketing agency delivering live brand experiences, events, and sponsorships worldwide. Overlaps with Orange and Partners' event, hospitality, and cultural activation offerings.

Broad incumbents

• Dentsu Inc. Global advertising and communications leader with significant presence in Japan across creative, media, and experiential. Provides broad incumbent benchmark for Orange and Partners' integrated offerings, though Orange and Partners is a much smaller, niche-focused firm.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ORANGEANDPARTNERS
• Instagraminstagram.com/orange.and.partners

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Orange and Partners